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Transcript of Amaze Every Customer Every Time
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Excerpts From
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This is a preview of Amaze Every Customer Every Time and includes excerpts that in-
clude the first two chapters,five of the 52
Tools taught throughout the book and more.
To order to the book, go to:
www.AmazeEveryCustomer.com
Learn more about the author at:
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Books by Shep Hyken
Moments o Magic:
Be a Star with Your Customers and Keep Tem Forever
Te Loyal Customer:
A Lesson rom a Cab Driver
Only the Best on Success ()
Only the Best on Customer Service ()
Only the Best on Leadership ()
Te Winning Spirit ()
Inspiring Others to Win ()Te Cult o the Customer: Create an Amazing Experience
Tat urns Satisfed Customers into Customer Evangelists
Te Amazement Revolution: Seven Customer Service Strategies
to Create an Amazing Customer (and Employee) Experience
Amaze Every Customer Every ime: 52 ools or Delivering
the Most Amazing Customer Service on the Planet
F v k, :
Shepard Presentations, LLC
(314) 692-2200
[email protected] www.hyken.com
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52
AmAzeevery Customer
every time TOOLS for Delivering
the Most Amazing
Customer Service on the Planet
S H E P H Y K E N
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ContentsPArt one: AmAzement 101
Chapter One: Introduction to Amazement 3
Chapter twO: The Case for Ace 7
Chapter three: People with the Passion to Serve 19
Chapter FOur: Operationalizing Helpful 27
Chapter Five: The Seven Amazement Principles 35
PArt two: the 52 tools for Customer AmAzement
Chapter Six: LeaderShip 45
1. Act Like You Own the Place 47
2. Trust 50
3. Debrief on Both Misery and Magic 53
4. Befriend the Competition 56
5. Adapt or Die 60
6. Know the Value of Your Customers 63
7. Know What Drives Your Success 67
8. You Can’t Be Good at Everything 70
9. Play to Your Strengths 73
Chapter Seven: CuLture 77
10. To Be the Best Place to Buy, Be the Best Place to Work 79
11. Don’t Take the Easy Way Out 83
12. The Awesome Responsibility 87
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A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
13. Defend the Culture 89
14. Shift Your Vocabulary 92
15. Adopt a CustomerFirst Mindset 95
16. Celebrate Uniqueness 98
17. Great Ideas Come from Everyone 101
18. Consistency 104
19. Tell the Story 107
20. Be a Committed Learner 111
21. Mentoring 114
22. Starting Over 116
Chapter eight: One-On-One 119
23. It’s Showtime! 121
24. Treat Customers the Way They Want to Be Treated 124
25. Focus on the Customer, Not the Money 127
26. Manage the First Impression 131
27. Engage! 134
28. Ask the Extra Question 137
29. One to Say Yes, Two to Say No 141
30. CrossSell and UpSell! 144
31. Last Impressions 147
32. Be Accountable 150
33. The Customer Is Not Always Right 153
34. Bounce Back 156
35. Master the Art of Recovery 159
36. Manage the Wait 162
37. Avoid Loyalty Killers 165
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P A r t o n e
AmAzement 101“It is not the employer who pays the wages. Employers only handle
the money. It is the customer who pays the wages.”
— h e n r y o r d
a CuStOmer-Centered CuLture doesn’t happen by accident. It
happens because of the influence and the conscious choices of the
people in the organization. How do you make it purposeful? How do
you live the culture you want to be on a daily basis? The answer is: By
working on the culture before you work on anything else.
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C h A P t e r o n e
introDuCtion
to AmAzement Amazing Every Customer Every ime will give you a competitive
edge in any economy and any marketplace.
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4 A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
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5C h A P t e r o n e : i n t r o D u C t i o n t o A m A z e m e n t
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6 A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
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C h A P t e r t w o
the CAse for ACeRecognized or customer service and being the most helpul stores on
the planet, Ace is a perect role model or Amazement.
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9C h A P t e r t w o : t h e C A s e f o r A C e
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10 A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
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12 A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
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13C h A P t e r t w o : t h e C A s e f o r A C e
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15C h A P t e r t w o : t h e C A s e f o r A C e
Ace is a local communitydriven brand . . . and it is also
a global multibilliondollar brand.
Ace is a businesstoconsumer brand . . . and a
businesstobusiness brand.
So, what does that mean to you?
If you are a solo entrepreneur with just one or two
employees, it means you will nd in this book the right
recipe for building a customerfocused business.
If you are small or mediumsized business, it means
you will nd in these pages the right recipe for building
a customerfocused business.
And if you are part of a larger national or international brand, it
means you will also nd here the right recipe for your custom
erfocused enterprise.
You are Ace!
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16 A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
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17C h A P t e r t w o : t h e C A s e f o r A C e
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43C h A P t e r f i v e : t h e s e v e n A m A z e m e n t P r i n C i P l e s
P A r t t w o
the 52 tools forCustomer AmAzement“People who lead—whether or not they have a title—strive to make
things better or those around them. Tey increase what I call ROI.
In this instance ROI doesn’t stand or ‘return on investment,’ but
rather R
elationships,O
utcomes and I
mprovements.” — m a r K s a n b o r n
when it COmeS tO customer service, it all starts with leadership. And
believe it or not, everyone can, and should, assume a leadership role
when it comes to building a culture of service. Leaders know how to
deal with customers oneonone and will take advantage of numerouscompetitive edges to differentiate their enterprise from the competi
tion. Finally, leaders understand that it ’s all about the relationship with
their customers and willingly give back to their community because
they value the loyalty the community has shown them.
These five elements—leadership, culture, oneonone interaction, a
desire to create and sustain a competitive edge, and a willingness to
contribute to the community—are the recipe for success. You will find
that recipe in the pages that follow.
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C h A P t e r s i x
leADershiP“Leadership is not about titles, positions or fowcharts. It is about
one lie infuencing another.”
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45
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47
1
ACT LIKE
YOU OWN THE PLACETake so much pride in what you do that your customers think you
are the owner.
After A recent presentAtionon customer service I gave in Colo-
rado, a young man named Clark, who worked at a pizza restaurant, came
up to me and shared something with me that made me feel very proud to
do what I do for a living. He looked me in the eye and said, “Shep, I want
to be so good that my customers ask me if I am the owner!”
Wow! I hope he mentioned that aspiration to his boss, the owner of
the pizza restaurant. If he did, I know that’s at least two people who feel
proud of their line of work—me and the owner of that pizza restaurant!If Clark follows through on that goal—and I have to believe he does,
every day—his boss will pick up on Clark’s positive attitude, on the
excellent service he delivers, on the way he treats fellow employees, and
a lot more.
Obviously, Clark respects and admires the owner. And obviously, the
owner of the restaurant has set a good example, one that Clark wants to
emulate. Tat’s incredibly important, because amazement starts at the top.
An owner must be a good role model, a good mentor, and a good leader,
and so must anyone else in a position of leadership. If you’re privileged to
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48 A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
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C h A P t e r s e v e n
Culture“Te culture is made—or destroyed—by its articulate voices.”
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78 A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
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79
10
to be the best PlACe
to buy, be thebest PlACe to worKreat your employees the way you want your customers to be
treated—maybe even better!
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80 A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
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81C h A P t e r s e v e n : C u l t u r e
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82 A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
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C h A P t e r e i G h t
one-on-one“Customers perceive service in their own unique, idiosyncratic,
emotional, irrational, end-o-the-day, and totally human terms.
Perception is all there is!”
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120 A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
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122 A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
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123C h A P t e r e i G h t : o n e - o n - o n e
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C h A P t e r n i n e
the ComPetitive eDGe“I you do build a great experience, customers tell each other about
that. Word o mouth is very powerul.”
— j e b e z o s , c e o o a m a z o n . c o m
iF yOu’ve aLready Created -
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173
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174 A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
4. S Y G
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175
39
own your mileDo you stand out in your customer community—in an area where
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176 A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
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C h A P t e r t e n
Community“We make a living by what we get, but we make a lie by what
we give.”
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204
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205C h A P t e r t e n : C o m m u n i t y
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206 A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
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207C h A P t e r t e n : C o m m u n i t y
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220 A M A ZE E V E R Y C U S T O M E R E V E R Y T I M E
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221e P i l o G u e : C r e A t e A D e m A n D i n G C u s t o m e r
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To order to the book, go to:
www.AmazeEveryCustomer.com
Learn more about the author at:
www.Hyken.com